Project background
Apple's guidelines mandate separating account deletion from subscription cancellation due to technical reasons, ensuring they are distinct actions. The aim is to create a clear process for canceling the subscription and deleting the account.
Goal
The existing design created problems with customers who wanted to discontinue their subscription. As a result, they were being charged.
My role
Senior Product Designer
Visual design
UX flow mapping
User research synthesis
Team
Product Managers
Engineers
QA
Timeline
November 2021 - April 2022
Delete Account
I initially tested the confirmation modal in the delete account flow. While the test aimed to evaluate the modal, I also assessed the entire flow, suspecting the Delete Account and Cancel Subscription screens might confuse users. I wanted to verify this hypothesis.
User testing: What do you think will happen if you delete your account?
31% participants - My account will be deleted, and my subscription will be canceled
69% participants -My account will be deleted, and my subscription will not be canceled
“I expect that my subscription will be canceled immediately.” - Research participant
User test results
My findings proved that the previous solution wasn’t clear, and participants were confused.
As the next step, I designed a few iterations.
Proposed flow
I proposed changing “Account” to “Profile” and keep it under the Profile, but separate it from subscription deletion.
According to Apple’s rules, we were not allowed to use the word “Profile,” so we had to go back to the word “Account.” As a compromise, we moved Delete Account to the Legal section of the app to create more friction with feature discovery.
Manage Subscription
The existing manage subscription screen didn’t provide any value and was underutilized.
Manage Subscription
Deleting the profile wasn’t a solution for canceling the subscription. We needed to find a solution for the cancel subscription feature.
Based on the data that I gathered while working on the Delete Account feature, I was able to come up with a few possible solutions for the Cancel Subscription feature.
Change plan
EPIX had recently introduced different plan options, and I worked on the upgrade and downgrade flow for iOS, Android, and 10FT applications.
UI exploration
I created solutions for plan tiles based on past research: users wanted to see their current plan on the Change Plan screen and preferred vertical scrolling.
User testing
“I would make my current plan easier to notice. I would highlight it with a colorful border.” - Research Participant
“It was very simple. In fact, I would say that it was easier than most.” - Research Participant
Final flow iOS
I made changes to the plan tiles based on the feedback from the user test. The previous design didn’t stand out enough, so I added a checkmark next to the selected plan.
Web
Apple TV
Android TV
Outcomes
Customer service calls were reduced by 400% due to the changes that were implemented.